Research On Influence Factors Of Car Radio Advertising

In-car listening has became an important way to contact with radio for theaudiences. Based on the process of communication theory, this paper explored the carradio advertising effects and the influence factors of it.Through literature review, this paper concludes the definition, classification, andthe development of radio advertising. Meanwhile, the effects of radio advertising andthe influence factors of the effects had been summarized. Based on which, this paperproposed a conceptual model of the influence factors of the effectiveness of car radioadvertising, and propose the measure of car radio advertising psychological effectshould contain three levels including cognitive, affective and behavioral tendenciesfactors.Through questionnaires and data analysis, this paper found that the influencingfactor of car radio advertising effects including site factors, advertising factors andaudience factors. Finally, through empirical research, this paper verified the researchmodel. According to the research, this paper proposed several advices to theadvertisers, advertising agencies, and radio companies.